Research On The Reform Of The Rural Edition Of Provincial Party Newspapers Under The Background Of Marketization ——Taking The Rural Edition Of Henan Daily As An Example(2005-2021)

Provincial rural newspapers play a vital role in ensuring the smooth flow of decrees by the party and the government in the field of "agriculture,rural areas and farmers",transmitting various information,and assisting rural revitalization."Henan Daily Rural Edition",as the rural edition of the provincial party newspaper,is the extension of the communication network of Henan Newspaper Group in rural areas,playing an important role in connecting the Chinese Communist Party and the government with the masses."Henan Daily Rural Edition" has undergone many transformations since its inception,but it has always been based on serving the "Sannong" as the fundamental principle.It is the most authoritative professional media in Henan's "Sannong" front.This paper firstly sorts out the historical context and development status of rural newspapers and periodicals in my country.Then,this paper attempts to summarize and analyze the transformation of the rural edition of provincial party newspapers under the background of new media technology and marketization through the case study of "Henan Daily Rural Edition".The path of upgrading,the tension between the state administrative power and the changing market environment faced by the media,as well as the stimulation and influence of the society and the media's own concepts on the rural edition of the provincial party newspaper.Through on-the-spot research,this paper sorts out and analyzes the organization and department setting,communication value orientation,editorial operation system,management distribution system and other micro-level elements of the media system of Henan Daily Rural Edition,focusing on the relationship between the newspaper and the political power system.Research.The study found that as a rural newspaper with the nature of a party newspaper,"Henan Daily Rural Edition" has its advantages in the credibility brought by political authority and relatively stable distribution income.But the identity of the party newspaper is also a responsibility,which means that the newspaper must stick to the party's main position of rural propaganda.Since October 2010,under the background of market-oriented reform and media integration and transformation,"Henan Daily Rural Edition" is no longer issued by the Henan Provincial Party Committee Propaganda Department,and has embarked on a market-oriented road of self-financing and self-survival.The newspaper industry of Henan Daily was grouped,and the rural edition of Sannong Industrial Co.,Ltd.was established and started to operate as a company.However,in the process of adapting to the market-oriented reform,Henan Daily Rural Edition also encountered bottlenecks in propaganda,operation,management and other aspects.The influence of new media platforms is weak,value incentives are greater than market incentives,imperfect employment mechanisms,unscientific salary systems,and low brand management capabilities have hindered the reform process.However,market regulation based on technological development still provides a new platform and development opportunities for provincial rural newspapers,breaking through formal perfunctory and human burnout,actively learning the practices of excellent media,and utilizing the status and resources of party newspapers.On the existing basis,a development path that can not only provide high-quality agriculture-related services,but also reap economic benefits.